Emperor Foundation once again joined hands with The Neighbourhood Advice-Action Council (NAAC) to participate in SSwagger O Day 2026, Hong Kong’s largest Gen Z carnival. With New Media Group as the host, the two-day event was held at Kai Tak Sports Park – East Village from 19 to 20 September. The event was attended by Emperor Group Vice Chairman Mr. Alex Yeung, Chief Executive Officer at New Media Group Royce Lee, Senior Executive Officer of NAAC Sonia Pang, artiste from Emperor Entertainment Group Angela Hui, together with young participants. Mr. Alex Yeung invited over 40 youths from diverse youth groups, as well as Emperor Group interns, to support the charity booth jointly operated by Emperor Foundation, NAAC’s rehabilitation service unit Nearbuy and social enterprise Coffee Bunnies. Coupling the creativity and dynamism of Gen Z, with the spending power of participants, the initiative reinforces the ongoing operation of NAAC. Angela Hui arrived early as a one-day store manager. She was more than impressed by the vibrancy of the youths and wished that she could relive her student days.

Emperor Group has long regarded talent development as central to its corporate philosophy. Alongside its annual Emperor Foundation Scholarship, which reaches each of the twelve registered tertiary institutions in Hong Kong, the Group proactively supports government-led youth internship schemes. All these initiatives create pathways for students from diverse backgrounds with opportunities to gain workplace exposure, exchange ideas and learn from industry practitioners. Mr. Alex Yeung remarked: “We are proud to partner with NAAC in connecting youth with opportunity. Through this platform, we hope to inspire the next generation of creative and ambitious talent to realise its full potential, pursue its aspirations and bring its talents to the forefront.” Sonia Pang said: “We are deeply grateful for Emperor Group’s unwavering support of our efforts to deliver a diverse range of community services. Collaborations between the social and business sectors play a pivotal role in extending the reach and impact of these initiatives. This partnership has indeed provided a valuable opportunity for more young people to learn about our work, particularly through our social enterprise mobile café. The mobile café embodies our thinking to integrate career planning and vocational training opportunities for both the youth and the disabled. We look forward to connecting with the community further in the years ahead.”

Afterwards, Alex and Angela joined together to tour the event booths and food avenue. Not only did Alex lend his support to participating vendors, but he was clearly thrilled to be part of the festivities, stopping frequently for selfies along the way. Alex said: “SSwagger O Day has returned bigger and better than ever, with a record-breaking turnout of more than 6,600 visitors over two days. It has truly come into its own as one of Hong Kong’s mega flagship annual events for Gen Z. We do welcome more brands and performers into the mix in the years ahead, as youth deserve a vibrant space to let their hair down!”

Angela, caught up in the excitement, made her way to the front of the stage to give her utmost support to the guest performers, praising the atmosphere as electric and youthful. “It’s fantastic to see a Gen Z event of this scale,” she said. “The atmosphere is incredible, and then there’s such a strong sense of youthful energy in the air! It really takes me back to my own university days.” Reflecting on her time as a student, Angela laughed as she recalled a period that was both fulfilling and demanding. “Back then, we didn’t have nearly as many exciting activities. Aside from juggling work and studies, I was constantly looking for performance opportunities whenever I could. If I had the chance to do it all over again, I’d love to have been part of something like this.” Although she lamented the relative lack of entertainment during her university years, Angela, known for her easy rapport with young people, has forged strong connections with secondary and university students through her frequent school tours in recent years. “We've been on so many school tours, and met with secondary and university students. The enthusiasm is always infectious. Every visit makes me feel like I'm reliving my school days!” she said.

Emperor Foundation partnered with NAAC to launch Brew-Your Kindness, a charity booth that sold handicrafts created by NAAC’s elderly beneficiaries, alongside youth-led coffee and art initiatives. Youth are encouraged to turn goodwill into action. Emperor Foundation, to further champion the spirit of giving, thus created a bespoke DIY stress-relief keychain. Available on a complimentary basis with every purchase at the booth, the specially designed keepsake was a hit among young festivalgoers. This allowed visitors to champion youth creativity while embracing the dual impact of artistic empowerment and social good.